International Marketing (17th ed.)
International Marketing (17th ed.)
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  • Pioneers in the field, Cateora, Gilly, and Graham continue to set the standard in this 17th edition of International Marketing with their well-rounded perspective of international markets that encompass history, geography, language, and religion as well as economics, which helps students see the cultural and environmental uniqueness of any nation or region. In addition to coverage of technology's impact on the international market arena. The 17th edition of International Marketing features new topics that reflect recent changes in global markets, updated teaching resources, and new learning tools including McGraw-Hill's Connect with its adaptive SmartBook that lets instructors assign textbook readings and incentivize students' engagement with course content.
  • 作者:Philip R. Cateora
    現職:University of Colorado

    作者:Mary C. Gilly
    現職:University of California, Irvine

    作者:John L. Graham
    現職:University of California, Irvine

    作者:R. Bruce Money
    現職:Brigham Young University
  • PART I: AN OVERVIEW
    Ch 1 The Scope and Challenge of International Marketing
    Ch 2 The Dynamic Environment of International Trade

    PART II: THE CULTURAL ENVIRONMENT OF GLOBAL MARKETS
    Ch 3 History and Geography: The Foundations of Culture
    Ch 4 Cultural Dynamics in Assessing Global Markets
    Ch 5 Culture, Management Style, and Business Systems
    Ch 6 The Political Environment: A Critical Concern
    Ch 7 The International Legal Environment: Playing by the Rules

    PART III: ASSESSING GLOBAL MARKET OPPORTUNITIES
    Ch 8 Developing a Global Vision through Marketing Research
    Ch 9 Economic Development and the Americas
    Ch10 Europe, Africa, and the Middle East
    Ch11 The Asia Pacific Region


    PART IV: DEVELOPING GLOBAL MARKETING STRATEGIES
    Ch12 Global Marketing Management: Planning and Organization
    Ch13 Products and Services for Consumers
    Ch14 Products and Services for Businesses
    Ch15 International Marketing Channels
    Ch16 Integrated Marketing Communications and International Advertising
    Ch17 Personal Selling and Sales Management
    Ch18 Pricing for International Markets

    PART V: IMPLEMENTING GLOBAL MARKETING STRATEGIES
    Ch19 Inventive Negotiating with International Customers, Partners, and Regulators
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